TL;DR: Judge every aesthetic clinic website design choice by one test: does it make the doctor's credentials and the treatment's risks easier to see? Put the doctor next to every treatment, give each treatment its own page with steps, side effects and who it does not suit, treat before-and-after photos as claims, and book consultations rather than treatments.
A patient has two clinic websites open on her phone. The first is beautiful: soft video, a gold logo, "Reveal your best self" over a slider of flawless faces. The second is plainer. Its filler page names the doctor, shows her qualification and registration number, lists what happens in the 30 minutes of the appointment and has a section headed "When we will say no." She books a consultation at the second.
That is the design brief for an aesthetic clinic website. Patients are choosing who will inject their face, and the design either helps them check that person or distracts them from it. This article is part of our aesthetic clinic marketing guide.
What should an aesthetic clinic website show first?
It should show who performs the treatments and how to book a consultation, before any imagery or slogans. A patient's first question is whether the clinic is safe and medically run. Put the doctors' names, photos and qualifications on the home page, and make the consultation booking button visible on every page, including on mobile screens.
Design choices that answer the safety question quickly:
- Real people, not stock faces. Photos of the doctors and the treatment rooms, taken in the same light as the rest of the site.
- A doctors section one tap from everywhere. Name, qualification, registration, the treatments each one performs.
- Treatments listed by concern and by name. "Lines and wrinkles", "volume loss", "uneven skin tone", each leading to a treatment page.
- A consultation button, not a "buy now" button. The first step is an initial consultation, and the design should say so.
- Risks visible, not hidden. Side effects in the body text of the page, not inside a collapsed panel at the bottom.
Slogans such as "reveal your best self" do two kinds of harm. They say nothing a patient can check, and they move the page towards a result promise, which is exactly what healthcare advertising rules look at first.
How do you make doctor credentials easy to check?
State each doctor's name, qualification, specialty and registration where the treatment is described, and link to a profile page with more detail. Patients are advised to verify doctors in official registers, so give them what they need to search. Keep titles to what the doctor actually holds, because inflated titles are an ethics issue as well as a trust issue.
In Hungary the doctors' ethics code sets the line plainly: in an advertisement a doctor may use only their professional qualification, scientific degree and current position, and promoting unproven methods is ethically objectionable (ETT, Orvosetikai Kódex). A website profile that lists "aesthetic expert" or "master injector" without a matching qualification falls on the wrong side of that line.
Patients are also told to check. A 2025 Economx article on illegal aesthetic treatments in Hungary reported that lip filler by a doctor cost 80–180 thousand forints while an illegal provider asked 30–60 thousand, and advised patients to check a doctor's qualification in the OKFŐ register (Economx). A design that shows the registration number next to the doctor's name saves the patient that search and signals you expect it.
A doctor profile block, in order: photo, full name, qualification and specialty, registration number, the treatments they perform at your clinic, languages spoken, and a link to book a consultation with them.
What belongs on a treatment page?
One treatment per page, with the same sections in the same order: what it is, who performs it, what happens step by step, typical side effects and rare serious risks, who it does not suit, aftercare, a price range and a consultation booking link. The order matters because patients scan for risks and the doctor before they read anything else.
Risk sections are where the official sources help. For dermal fillers, the US FDA says they are approved for adults 22 and older, that injection into a blood vessel can cause tissue death, blindness or stroke, and that patients should not buy fillers online (FDA). A filler page that states the rare serious risks in plain words, and links to the regulator's page, reads as more trustworthy than one that only says "minimal downtime".
Example (illustrative, not a real case): a two-doctor clinic rewrites its anti-wrinkle treatment page with an AI draft and a doctor review. The headline promotes "A consultation for lines and wrinkles" with no product name. The page has seven short sections: what the treatment does, which doctor performs it, the four steps of the appointment, typical side effects, three situations in which the doctor will not treat, aftercare for the first 24 hours, and a price range starting from the consultation fee. Words such as "painless" and "permanent" were removed in review, and the gallery shrank to two before-and-after pairs showing typical results, both with written consent. The doctor signs off the page with a date at the bottom.
That page structure is shared with the SEO for an aesthetic clinic article, which covers the order in which to build the pages.
Should the website show before-and-after photos?
Only if you can support what they imply, because a before-and-after photo is a claim. The US FTC says such images can convey a claim of dramatic improvement and need the same evidence as an express claim. If you use them, show typical results, the same angle and lighting, written consent, and the doctor who performed the treatment.
The FTC's health products guidance treats atypical results the same way in testimonials and in images: showing them is likely deceptive, and a "results not typical" note does not fix it (FTC). For a website this means a gallery of your most dramatic cases is the riskiest design you can choose.
Design rules for a gallery that stays honest:
- Same camera distance, angle and lighting in both photos.
- No make-up difference, no filter, no retouching of either photo.
- The number of sessions and the time between photos, under each pair.
- Written consent for web use, stored with the patient record.
- A line under the gallery: results vary, and the consultation explains what is realistic for you.
Can an aesthetic clinic put prices on its website?
Usually yes, as long as the price list stays a factual list and does not turn into a promotion. In the UK, the ASA says a clinic may list Botox on a website price list without product claims, and may promote a consultation for lines and wrinkles. A price range per treatment plus the consultation fee helps patients decide.
The UK guidance draws the line between a price list and a promotion (ASA). The product name may appear as a line item; it should not appear in a banner, a headline or a "special offer" box. In other countries the details differ, so check your own medicines advertising rules.
A price block that works: "Initial consultation", then each treatment as "from" a price, with what is included (number of areas, review appointment) and a note that the final price is set in the written treatment plan after the consultation.
What do good aesthetic clinic websites have in common?
They are clear rather than glamorous. Search for best aesthetic clinic website examples and you will find plenty of video headers and gold type; the ones that serve patients put the doctor, the steps and the risks in the first screen of every treatment page, and make booking a consultation simple on a phone.
A design checklist for your own site:
| Check | Yes / No |
|---|---|
| Every treatment page names the doctor who performs it, with qualification | |
| Registration numbers or a link to the official register are shown | |
| Side effects and "who it does not suit" are in the page body, not collapsed | |
| No product name for a prescription-only medicine in headlines or banners | |
| Before-and-after photos show typical results, with consent and same conditions | |
| The booking button books a consultation, and works on a phone | |
| Each page shows who approved it and when |
The claims side of every page, sentence by sentence, is in healthcare ads that pass review. The pillar guide puts the website into the full marketing picture.
If you want prompts that keep your clinic's visual identity consistent across pages, posts and printed aftercare sheets, we are building the Brand Identity Prompt Pack. Get notified when it launches.
FAQ
What makes a good aesthetic clinic website?
Clarity about who treats you and what can go wrong. A good site names the doctor on every treatment page with qualification and registration, explains the steps and typical side effects, says who the treatment does not suit and books a consultation rather than a treatment. Visual polish helps only after those questions are answered.
Should doctor registration numbers be on the website?
It is a good idea where your country has a public register. Patients are advised to check doctors' qualifications, and in Hungary press coverage told them to use the OKFŐ register. Showing the number next to the doctor's name, or linking to the register, saves them the search and shows the clinic expects to be checked.
Can we show prices for Botox on our website?
In the UK, the ASA says a clinic may list Botox on a website price list without product claims, and may promote a consultation for lines and wrinkles. Keep the name to the price line, not in banners or offers, and promote the consultation instead. Other countries have their own rules, so check yours.
How many before-and-after photos should a treatment page have?
There is no set number. Use a few typical results rather than your most dramatic cases, because the FTC treats such images as claims that need evidence. Each pair needs the same angle and lighting, no retouching, written consent and a note on the number of sessions and the time between photos.
Sources
- Dermal Fillers (Soft Tissue Fillers) — U.S. Food and Drug Administration, 2023.
- Health Products Compliance Guidance — U.S. Federal Trade Commission, 2022.
- Anti-ageing: botulinum toxin products — Advertising Standards Authority (UK), 2025.
- Orvosetikai Kódex — Egészségügyi Tudományos Tanács, version in force from 2025.
- Szépségipar, kuruzslás… botox, hialuronsav, szájfeltöltés — Economx, 2025.